I must admit that I'm a little biased towards the agency behind this work (Zambezi out of LA)—since long-time friend and somewhat erratic Graphicology contributor Jon Runkle is now employed there, gainfully if he's lucky—but the new PopChips campaign is a great example of how to use a social media campaign to good effect. This campaign has everything you'd want: audience participation, an interesting premise that ties into the product, a cash prize, and celebrity. Two Celebrities in fact, Guillermo (from Jimmy Kimmel Live) and Ashton Kutcher.

Basically the snack-chip maker is looking to find the best candidate for a new postion, VP of Pop Culture. The winning candidate will be awarded a $50G salary (that's it?) and be required to cover a few events as spokesperson for the brand. Guillermo and Kutcher are featured in a launch video searching for the candidates out on the street and to good effect. The work so far has managed to feel less like an ad and more like a late-night skit from Conan..er Jimmy Kimmel Live or something, which is a compliment. Not to mention that they somehow have made Kutcher likeable - which is amazing in itself. (Obviously, I'm not much of a fan.)

VP of Pop Culture Launch Video:

The voting for the contest closes today, so your chances are pretty slim if you are just now entering. The winner will be announced March 14th. You can also follow along on the brand's twitter feed.

Last year's State of the Pop Union (using Kutcher as President) isn't quite as endearing but I understand using him because of his massive twitter following. It's the addition of Guillermo that makes the newer stuff shine. Kutcher needs a sidekick, it just hasn't been obvious until now.